Stacking Growth | The B2B Marketing Podcast
15 - How to and Why You Need to Split the Funnel
Feb 17, 2022
Guests Sidney Waterfall, Ashley Lewin, and Tory Kindlick discuss the importance of splitting the funnel in marketing, switching strategies, analyzing ROI and metrics, handling objections, and establishing the right benchmarks for measuring performance.
32:31
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Quick takeaways
- Splitting the funnel provides valuable insights for marketers, enabling data-backed decision-making and fostering meaningful collaborations.
- Transitioning to a demand gen strategy requires leveraging the split the funnel analysis to pitch new metrics and justify strategic shifts based on financial implications.
Deep dives
Understanding the Purpose and Benefits of Splitting the Funnel
Splitting the funnel is a valuable exercise for marketers to understand how their leads and investments translate into revenue. This analysis helps determine the percentage of revenue coming from inbound and outbound sources, aiding the transition from lead gen to demand gen. By analyzing past performance and splitting results by channel, marketers gain insights to justify strategic changes and discover hidden opportunities. The exercise provides valuable insights for both marketers and clients, enabling data-backed decision-making and fostering meaningful collaborations.
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